SG extends sports and igaming partnership with William Hill

Scientific Games has signed a four-year extension to its deal with William Hill to continue to provide the bookmaker with its sports betting and igaming solutions in the UK and Europe.

Under the deal, William Hill will use the Scientific Games OpenSports suite of sports betting technology to power its offering.

Launched last year, OpenSports comprises a modular portfolio of products that can be mixed and matched to meet specific needs, built around the OpenBet platform.

William Hill has used the OpenBet solution since 2007, when the supplier was a standalone business, before acquisitions by NYX Gaming Group, then Scientific Games.

“It’s a pivotal time for sports betting and igaming providers; Scientific Games’ solutions provide us with the flexibility that is key to our growth strategy in the UK and Europe and we're pleased to continue to use their products that will be provided on a flexible and modular basis to power our shared success in the years to come,” William Hull’s group chief executive Ulrik Bengtsson said.

Jordan Levin, group chief executive for SG Digital, added: “By choosing Scientific Games, William Hill is reaffirming their commitment and belief in our products, services and team and sending a message that we continue to be a source of competitive advantage for global industry leaders in all regulated markets.

“We're really building on one of our strongest relationships,” he said. “The team at William Hill share an ambition to create next level player experiences and together, across sports and igaming, we're making that a reality.”